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Green Mountain Coffee Roasters sees small changes boost conversion rates
16/02/2011
Small changes to a website can have a significant impact on conversion rates, one businessman has claimed.
Green Mountain Coffee Roasters has revealed how a number of small changes to its website have helped improve conversion rates.
Reid Greenberg, director of e-commerce and direct channels at the company, told the Internet Retailer Web Design and Usability Conference 2011 about the steps that have been taken.
Conversion rates were boosted by four per cent after the organisation added a VeriSign security seal to its payment pages, Mr Greenberg stated.
He added that the company also made changes to other pages on its site after evaluating the way in which customers arrive on the platform.
Mr Greenberg pointed out that an increasing number of visitors reach the site via search engines, which means they do not always land on the homepage.
Green Mountain Coffee Roasters has introduced pop-ups to provide product information and an add-to-cart button that appears when a customer runs the mouse over a particular item.
These steps have improved conversion rates by a further four per cent, Mr Greenberg noted, resulting in an overall improvement of eight per cent.
Research published earlier this month by Endeca Technologies found that many businesses intend to focus on conversion rates during 2011.
Posted by Mahesh Patel
Reid Greenberg, director of e-commerce and direct channels at the company, told the Internet Retailer Web Design and Usability Conference 2011 about the steps that have been taken.
Conversion rates were boosted by four per cent after the organisation added a VeriSign security seal to its payment pages, Mr Greenberg stated.
He added that the company also made changes to other pages on its site after evaluating the way in which customers arrive on the platform.
Mr Greenberg pointed out that an increasing number of visitors reach the site via search engines, which means they do not always land on the homepage.
Green Mountain Coffee Roasters has introduced pop-ups to provide product information and an add-to-cart button that appears when a customer runs the mouse over a particular item.
These steps have improved conversion rates by a further four per cent, Mr Greenberg noted, resulting in an overall improvement of eight per cent.
Research published earlier this month by Endeca Technologies found that many businesses intend to focus on conversion rates during 2011.
Posted by Mahesh Patel